Roger Franklin Rosenberg

Roger (Rogelio) Franklin Rosenberg, 83, of Palm Desert, California, passed away peacefully on February 17, 2026, surrounded by the family he loved beyond measure.

Born in 1942 in Cambridge, Massachusetts to Jimmy and Sally, and welcomed by his big sister Elenore, Roger’s story began in a family whose love and strength would be etched into everything he became. After graduating from Brookline High School, where his talent in track earned him collegiate scholarship opportunities, he chose a different path: boarding a Greyhound bus to Los Angeles to visit his sister Elenore. He never went back. That single decision began a life defined by courage, grit, and faith in possibility.

Without a college education and living with dyslexia that made reading a lifelong challenge, Roger built a life that embodied the American dream. Through determination, intuition, and an unshakable work ethic, he created success not only for himself but for countless others whose lives he quietly lifted along the way.

In Los Angeles, he met the love of his life, Cheryl, his partner for more than 50 years. Together they built a family grounded in loyalty, humor, and unconditional support.

Roger’s professional journey began humbly: changing tires, working the front desk, and learning every corner of the tire and rubber business alongside a family friend from Massachusetts. But Roger never stood still. With fearless confidence and a smile carried by his unmistakable Boston accent, he moved to a then-growing Orange County to build something of his own.

From a modest gas station in Brea, Roger grew a thriving business that reflected who he was: welcoming, honest, and relentlessly hardworking. He purchased the neighboring strip mall, expanded operations, and became a cornerstone of the community. To Roger, customers were never transactions, they were family. Roger believed people deserved dignity regardless of circumstance, whether struggling financially, prosperous, a major corporation or a government institution, every interaction was met with the same respect, dignity and care.

He was always the first to open the doors in the morning and the last to leave. He believed work was a privilege because it gave him a chance to help people. Employees became extended family. Customers became lifelong friends. Many would later say that Roger didn’t just fix problems, he changed lives. More than once, his presence and compassion quite literally saved them.

Despite his enormous impact, Roger never sought recognition. He led quietly, served generously, and listened deeply. He had the rare ability to make anyone feel seen, valued, and stronger simply by being in his presence.

Roger loved automobiles and the freedom of the open road, especially his cherished Porsches, from a 1952 356 Roadster to his 911 C4S. Driving the California coast to visit his grandchildren was one of his greatest joys. He believed in showing up without fanfare, without expectation, simply to let people know they mattered.

His grandchildren were the center of his world. Roger never missed a game, performance, or milestone. At every event, he became a surrogate grandfather not just to his own family, but to everyone present. He had a gift for connection that transcended words. If someone needed help, encouragement, or a steady voice in uncertain times, Roger was the call to make.

After selling his business and moving to Palm Desert, retirement proved impossible. His passion for the tire industry and for people remained unstoppable. Embracing his beloved “Rogelio” persona, he once again built community wherever he went, proving that purpose, for Roger, was not a job but a way of life.

He took immense pride in his sons, Derek and Aaron, and warmly embraced his daughter (in-law) Lisa. Yet his deepest joy came from being ever-present in the lives of his grandchildren Zach, Jake, and Callie, who carry forward his spirit of kindness, perseverance, and love.

Roger lived with humility, generosity, and a profound belief in people. He was a father figure to many, a mentor to countless others, and a friend to anyone fortunate enough to cross his path. His life reminds us that influence is not measured by titles or recognition, but by the number of lives made better through simple acts of care.

A memorial service will be held Wednesday, February 25 at 2:00 PM at Hillside Memorial Park near Culver City, followed by a gathering in Manhattan Beach at the family home.

In lieu of flowers, the family invites those who wish to honor Roger’s life to donate in his name to a national organization supporting individuals with dyslexia or the Boys and Girls Club, both causes were close to his heart and a reflection of the resilience that defined his life.